Upload
trinhcong
View
213
Download
0
Embed Size (px)
Citation preview
Final Business Plan
Presented to:
Lou Panetta
Presented by:
Josh Kern
Marilaine Savard
Audrey Hamel-Thibault
Christian Garcia
Jose Gonzalez
Davy Jones Sub Tours
Contents
I. Executive Summary..................................................................................................................................3
II. Business Concept and Opportunity.........................................................................................................5
III. Industry Analysis.....................................................................................................................................8
Industry General Forces...........................................................................................................................8
Industry Specific Forces.........................................................................................................................12
IV. Competitive analysis.............................................................................................................................14
V. Operations Plan.....................................................................................................................................17
VI. Organization Plan.................................................................................................................................21
VII. Marketing Plan....................................................................................................................................28
VIII. Financial Plan......................................................................................................................................37
References.................................................................................................................................................40
Appendix A................................................................................................................................................44
Appendix B................................................................................................................................................46
2
Davy Jones Sub Tours
I. Executive Summary
Water entertainments are popular and frequented by many United States citizens and
tourists, mainly due to the country being surrounded by oceans. On the other hand, this
fascinating underwater world is not accessible for everybody. People’s age and health
conditions as well as the water temperature are some factors that can limit marine enthusiasts
of experiencing this aquatic sport. By considering these previous elements, Davy Jones Sub
Tours wants to create an alternative entertainment by offering semi-submersible tours. The
Scenic and Sightseeing Transportation, Water industry is well known in Monterey Bay, CA and
South Beach Miami, FL and Davy Jones Sub Tours has seen an opportunity to grow a successful
company at these two locations. The company’s only direct competitor in the United States is
Catalina Adventure Tours located in Long Beach, CA. The concept of Davy Jones Sub Tours is to
offer to passengers the opportunity to immerse 10 feet under the surface aboard a semi-
submersible boat. Also, since Kyoto Protocol, people are considering the impact of their
activities in the environment, now more than ever. The company’s vessels are going to be
powered by the energy from the 18 solar panels installed on each boat and from biodiesel
gasoline, which are environmentally friendly alternatives. Davy Jones Sub Tours wants to make
a difference on the way to explore the marine world with a conservative and protective
conscious of the environment.
The entertainment will consist of six 1-hour tours per day in Monterey Bay in addition of
three 1-hour tours and two 2-hour tours in South Beach Miami. By navigating aboard Davy
Jones Sub Tours’ vessels, the 48 passengers will get the opportunity to admire a diverse amount
of marine life and wrecks. They will have the chance to feed fish in their habitats by a “torpedo-
like” system incorporated in the vessel. Passengers are going to be entertained and educated
by the three crew members consisting of a licensed captain, a graduated guide in marine
science and a photographer. This photographer will capture the exciting moments during each
tour and these souvenirs will be on sale at the gift shop and on the company`s website. At each
location, a gift shop will sell different promotional items with the company's logo and tagline
“Explore the Unknown”.
3
Davy Jones Sub Tours
Davy Jones Sub Tours wants to primarily target tourists and students from Monterey
and Miami areas. The company wants to approach the aquariums at each location and other
popular tourist locations; such as hotels, motels, restaurants, car rental agencies and airports to
promote the new venture and to sell tour tickets. A website will be created to make everything
convenient for the customers. Photo Albums and promotional items will be available on the
company website, in addition to each location’s gift shop. Social medias such as Facebook,
Twitter and Instagram will be an interactive way to communicate with passengers and advertise
to future customers.
Marilaine Savard is the Chief Executive Officer of Davy Jones Sub Tours and is
overlooking every division of the company. Audrey Hamel-Thibault is the Chief Operating
Officer and second in command of the company. She is managing the everyday operations of
the venture. Josh Kern is the Chief Financial Officer of Davy Jones Sub Tours. Jose Gonzalez is
the Chief Sales and Marketing Manager. He is managing the day-to-day sales and running the
Marketing Department. Christian Garcia is the Chief Technological Officer of the new venture.
Davy Jones Sub Tours will be profitable after the first month of business. Davy Jones Sub
Tours projects total sales to be $4,194,950 in the first year, $4,998,733 in year 2, and
$5,920,526 in year 3. After the first year, the company will make a net profit of $1,721,793 in
the first year. Davy Jones Sub Tours projects a 20% growth in sales each year for the first 3
years. Davy Jones Sub Tours is going to have a net profit of $2,525,576 in year 2 and $3,447,369
in year 3.
Davy Jones Sub Tours’ major startup expenses include the two semi-submersible
submarines, the 36 solar panels, the promotional distract fee, and the inventory of the two gift
shops. The company will also reserve 1% of revenue towards marketing and advertising, for a
total startup cost of $6,424,558. In order to make the business possible, the founders of Davy
Jones Sub Tours have each invested $10,000 into the company and will be receiving a 5-year
loan from Rabobank of $3,187,279. The company will also receive an investment of $3,187,279
from an investor, Mark Cuban.
4
Davy Jones Sub Tours
II. Business Concept and Opportunity
Service Description
The concept of Davy Jones Sub Tours is to offer tours to passengers aboard a semi-
submersible boat of 65 feet. Passengers will have the opportunity to immerse 10 feet under the
surface to discover what has been rarely seen. The company will be based in Monterey Bay and
South Beach Miami, cities where one of the primary economic activities is tourism. The semi-
submersible has the capacity to welcome on board 48 passengers in addition to its 3 crew
members. This crew consists of a licensed captain, a graduated guide in marine science and a
photographer. The company wants to provide its passengers with the opportunity to feed fish
in their habitat by an automatic system incorporated in the vessel. One of the prior company’s
commitment is to make a difference on the way to explore the marine world with a
conservative and protective conscious of the environment. Davy Jones Sub Tours will
accomplish this by using solar panels, as alternative energy. When solar energy will not be
possible to use, biodiesel gasoline will be the second source of power. Biodiesel is a more
environmentally friendly alternative to regular diesel because it’s non-toxic and biodegradable
(Biodiesel). Not only does Davy Jones Sub Tours want to be a more sustainable company, its
other objective is to provide educational and fun filled tours with guides, knowledgeable of
marine science. The company provides customers with the possibility to discover the unknown,
while also educating themselves about the marine life and the "green" energy.
Target Market
Tourists
The company wants to attract tourists who are visiting Monterey Bay and South Beach
Miami. These two areas are located in counties where the economy is primarily tourist-driven.
In 2003, 10.4 million overnight visitors came to Greater Miami where is located South Beach
Miami, and over 8.5 million visitors came to Monterey County in 2007 (Miami: Economy, 2009
& Keys industries, 2013). By considering these facts, Davy Jones Sub Tours knows that putting
5
Davy Jones Sub Tours
efforts on targeting tourists for its new venture will be a worth energy investment for the
company.
Schools
A census has been made by the company to know how many schools are in the two
targeted areas. For all education levels, more than 1000 schools in Miami County and over 150
in Monterey County have been totalized (GreatSchools.org, 2013). These data represent an
impressive amount of potential customers for the company.
Number of schools in Monterey and Miami Counties (GreatSchools.org, 2013)
The need of the market
One of the first economic activities of both locations is the tourism, Many people come
to Monterey Bay and South beach Miami to discover the amazing marine life. There are many
different ways to explore this underwater world; scuba diving, whale watching tours or
aquariums, but until now, there was nothing that could offer to customers the opportunity to
easily be completely immersed underwater. A lot of people can’t explore the amazing life that
is beneath the surface due to their age, health conditions and the water temperature.
6
Miami Monterey
Miami: 950Hialeah: 186
Homestead: 117Opa Locka: 60
Miami Beach: 35Key Biscayne: 7
Salinas: 97Monterey: 23
Seaside: 19Carmel: 11Marina: 10
Pacific Grove: 8Castroville: 7Spreckels: 2
Carmel Valley: 2
Davy Jones Sub Tours
Since The Kyoto Protocol, people from around the globe are concerned about the
impact of their activities and the effect of their ecological footprint on the environment. The
CO2 produced by different kinds of boats in the industry of tourism have a carbon footprint by
using fuel (Boat Carbon Footprint, 2007). People support more than before sustainable
businesses.
How the company is meeting the need
Davy Jones Sub Tours is the first company of its kind in both locations. The new venture
wants to offer a new opportunity for all age groups to explore the underwater life in its natural
habitat. The company’s goal is to make this underwater adventure accessible for everybody, no
matter their age group and physical or health conditions. Passengers will simply have to enjoy
their experience under the sea, from the comfort of their seat.
The company will meet the environmental need by navigating the ocean while having
respect for the earth. The company wants to be aware of its carbon footprint and its impact on
the warming of the planet. By using solar panels and biodiesel to power the vessel, Davy Jones
Sub Tours is the best solution to explore the local attractions and marine life, while protecting
waterway areas.
The uniqueness of the service
The company’s mission is to provide a unique service to its passengers. The company
strives to bring new lights to a world that has not often been seen or explored. Davy Jones Sub
Tours believes that the tours provided are the easiest way to explore the real underwater life
and to be sensitive concerning the impact on the environment. The new venture will give
customers the opportunity to explore this incredible natural show, while at the same time
educating them on this amazing underwater world.
7
Davy Jones Sub Tours
The management team
Davy Jones Sub Tours is led by a group of five highly educated college students. Josh
Kern, Marilaine Savard, Jose Gonzales, Audrey Hamel-Thibault and Christian Garcia all have four
years of college experience. Marilaine Savard has completed her master degree in Physical
Therapy. Jose Gonzales and Christian Garcia have received their Associates degree in Social
Behavior. Josh Kern was awarded four Associates degree in Arts, Economics, Business
Administration and Marketing. Audrey Hamel-Thibault has completed her Undergraduate
degree in Kinesiology. This group of leaders with great expectations and brilliant business ideas
have what it takes to make the company successful.
III. Industry Analysis
Davy Jones Sub Tours will be included of the Scenic and Sightseeing Transportation,
Water (NAICS Association). The company’s NAICS code is 487210, which is used to identify the
industry. Code 487210 includes companies providing excursion boat operations and harbor
sightseeing tours, which are both relevant to Davy Jones Sub Tours. Other examples of code
487210 include; airboat operations, charter fishing boat services, whale watching excursions
and dinner cruises. Davy Jones Sub Tours will be competing with companies in this industry,
primarily popular whale watching tours and sightseeing companies (NAICS Association).
Industry General Forces
Socio-Cultural Factors
Since The Kyoto Protocol, people from around the globe are concerned about the
impact of their activities and the effect of their ecological footprint on the environment. The
CO2 produced by different kinds of boats in the industry of tourism have a carbon footprint by
using fuel (Boat Carbon Footprint, 2007). A social emphasis is put on alternative forms of
8
Davy Jones Sub Tours
energy; such as wind, solar, biofuels, etc. People’s interest concerning “green” products is
increasing (Barringer & Ireland, 2012).
Submarine travels are becoming more popular. Several wealthy individuals have
recently purchased luxury submarines, including James Cameron, Richard Branson and Paul
Allen (Pemberton, 2013). Customers are becoming more socially aware of the possibility of
traveling underwater.
Technological Factors
The technological advances within the industry can be related to the advances of the
submarines technology (e.g. speed, fuel efficiency, fuel delivery system, horsepower and weight
of the boat, and so forth). These factors all have an impact on the performance of the vessels.
(Choosing the right, 2013) There are also advances in the solar panels capacity; such as the
weight, the material, the self-cleaning system, etc (Power boosting self-cleaning, 2013).
Advances of pictures' quality and display are also important to consider for companies who are
using this technology.
Economic Factors
Unemployment rate from 2006 to 2013 (Miami & Monterey County and US)
9
Davy Jones Sub Tours
(U.S. Bureau of Labor Statistics)
The unemployment rate of local areas is important to consider. As the graph shows, in
October, 2013, Monterey County had an unemployment rate of 7.8% and Miami-Dade County,
an unemployment rate of 8.3% (U.S. Bureau of Labor). The United States average
unemployment rate raised from 6% to nearly 10% in 2008 (U.S. Bureau of Labor). Monterey
County and Miami-Dade County have the lowest unemployment rate since, the extreme
increase in unemployment rate, in 2008 (U.S. Bureau of Labor). Miami-Dade County and
Monterey County both have a higher unemployment rate than the United States average (U.S.
Bureau of Labor).
In 2012, Gross Domestic Product increased in California of 3.8% over the year, Florida
increased of 3.3% (U.S Government Spending). In 2012, GDP was $2,003.5 Billion dollars in
California and increased to $2,080.6 Billion dollars in 2013 (U.S. Government Spending). In
2012, GDP was $777.2 Billion dollars in Florida and increased to $803.2 Billion dollars in 2013
(U.S. Government Spending).
In 2002, California had the greatest amount of tourist spending over the United States
and Florida was ranked second (Steighorst, 2004). During the year 2002, California’s visitors
have spent over $62.2 billion dollars and 54.5 billion dollars in total spending in Florida
(Steighorst, 2004). In 2012, California have seen its total tourists spending reach $106.4 billion,
which represent an increase of 3% from 2011’s data (Anderson, 2013). Florida received a record
tourist spending in 2012 of $71.8 billion dollars, which have increased of 6.8% from the year
2011 (Visit Florida, 2013).
10
Davy Jones Sub Tours
Environmental Factors
Pollution from burning fuel is harming the oceanic life by changing the natural pH
balance of the oceans, causing acidification, which wreaks havoc on marine habitats and
species (Seafish, 2009). New boat engines on the market produce less exhaust emissions,
consume less fuel in addition to less noise emissions than two-cycle engines (Catalina
Adventure Tours). Moreover, the oxides of sulphur emissions from Biodiesel are at least 80%
lower than low sulphur fossil diesel (Seafish, 2009). Furthermore, solar panels system is an
alternative solution to decrease the fuel quantity that ships need to use. The engine’s efficiency
and the utilization of biodiesel and solar panels are methods that the industry is using to reduce
the negative consequences on the environment.
Political and Regulatory Factors
Political powers and governments are the sector of the country that make the laws,
policies, guidelines, within the constitutional, legal and political environment established by
them. For example, safety regulations, Coast Guard regulations, and beach regulations are all
policies that can be changed by politics. All of the industries are impacted in some type of way
by political factors, either positively or negatively.
A company within the industry will need to focus on safety regulations regarding the
vessel. The ship needs to be inspected and cleared before operating its tours. The company will
have to develop emergency and float planning to prevent casualties, in the case of an
emergency (USCG). Each passenger will be given a life jacket when they enter the vessel. The
USCG website says, “The U.S. Coast Guard estimates that life jackets could have saved the lives
of over 80 percent of boating fatalities.” It is the responsibility of the companies in the industry
to protect its customers.
11
Davy Jones Sub Tours
Other factors which need to be taken into account are Coast Guard regulations. Coast
Guard regulations require the operator of a boat to report any accidents, when; a person dies, a
person disappears and a person is presumed dead or injured, a person requires medical
treatment beyond first aid and more (USCG).”
Illegal fishing accounts for approximately 20 percent of total fish caught globally
(Monterey Bay Aquarium). An increased demand for fish has expanded illegal fishing. An article
on the Monterey Bay Aquarium website says, “International fisheries management agencies
report that at least a quarter of the world’s catch is illegal, unreported or unregulated”
(Monterey Bay Aquarium). Chilean Seabass has been largely affected due to the illegal fishing
because they breed later in life (Monterey Bay Aquarium). As a result, passengers will view less
fish during the tours. Both locations will be affected due to illegal overfishing.
The housing market crisis in Florida is currently a political issue. Florida is currently near
the top of the list of foreclosures, nationwide (Willis, 2013). Florida property values are
decreasing, providing customers with less disposable income to spend on tourist activities.
Industry Specific Forces
Industry Specific Forces of Monterey Bay & South Beach Miami
12
Low Medium High
Threat of substitutes X
Threat of entrants X
Competitive rivalry X
Bargaining power (suppliers) X
Bargaining power (customers) X
Davy Jones Sub Tours
Threat of substitutes
Within the industry of the Scenic and Sightseeing Transportation, Water, tourists have a
wide variety of options of water entertainment during their vacation, such as; whale watching
tours, glass bottom boat tours, catamaran tours, cruises, fishing tours, and more. There are just
a few direct competitors, worldwide, for a company providing sub tours, but many indirect
competitors.
Threat of New EntrantsCapital requirements are the main barriers that a new company in the industry has to
deal with. A company will need a large amount of money to fund the company’s start-up costs
and fixed costs. Moreover, it will need to secure a loan or investors to fund its vessel and
insurance policies, in addition to several other costs. Legal barriers include a large insurance
policy for the vessel and the passengers. Legal requirements also demand permits to operate a
boat company. Even if the amount of money needed to enter the industry is large, many
companies are starting businesses due to the popularity of this industry.
Rivalry among existing firmsThe Scenic and Sightseeing Transportation, Water industry has a high level of
competition due to the large amount of companies offering boat tours. California and Miami
locations are well known for their amazing water life, this is a reason why numerous sightseeing
companies are installed in these touristic regions. More the industry has the same kind of
companies, more the rivalry among them will be high.
Bargaining power of suppliersThe bargaining power of suppliers in the Scenic and Sightseeing Transportation, Water
industry is high. There are few companies which supply vessels to tourist businesses. A
company typically supplies all of a specific make and model of vessels. Switching costs will be
difficult as well. While it may be possible to find an acceptable substitute, it most likely will have
higher costs. These higher costs would defeat the purpose of switching costs.
13
Davy Jones Sub Tours
Bargaining power of buyersCustomers have the option of choosing any sightseeing tour or form of entertainment.
The services provided are not necessities, so individuals can decline to participate in any
sightseeing activity. There is a large selection of options in the tourist industry. Revenue in the
tourist industry is dependent on the household income and unemployment rate of local
families. Customers have a high bargaining power, in regards to sightseeing businesses.
IV. Competitive analysis
Industry competition chart - Monterey Bay
14
In Long Beach, LA: Catalina Adventure IslandDirect
Competitors
In Monterey Bay: Glass Bottom Boat Tours, Monterey Bay Whale Watch, Princess Monterey Whale Watching, Monterey Bay Aquarium, Monterey Bay Kayaks & Elkhorn Slough (kayaking / stand-up paddling), Dive To Survive Scuba.
In Carmel: Points Lobos State Reserve, Borromeo del Rio Carmelo Mission, Carmel’s Forest Theater.
In Big Sur: Julia Pfeiffer Burns State Park, The Esalen Institute (spas and educational sites), Point Sur State Historic Park.
In Santa Cruz: Santa Cruz Beach Boardwalk, Natural Bridges State Beach, Mystery Spot, Museum of Art and History, Santa Cruz Museum of Natural History.
Indirect Competitors
Submarine tours, semi-submersible toursFuture
Competitors
Davy Jones Sub Tours
Industry competition chart - South Beach Miami
Competitive analysis grid - Monterey Bay
Price Oceanpreservation
Time ofthe trip
The scenic Accessibility Experiencing
real marine lifeOpen hours
Davy Jones' Sub Tours(Monterey Bay) EV EV DI EV EV AD AD
Catalina Adventure Tours/Semi-Submarine
“The Nautilus”(Long Beach, LA)
AD DI DI EV EV EV EV
Monterey Bay Whale watch Center DI DI AD DI EV DI DI
Monterey Bay Aquarium EV AD AD AD AD DI DI
Dive To Survive Scuba(Monterey, Ca) DI AD DI AD DI AD EV
Monterey Bay Kayaks & Elkhorn Slough AD AD AD DI EV DI DI
15
In Long Beach, LA: Catalina Adventure IslandDirect Competitors
South Beach Dive and Surf Center (scuba diving and surfing) South Florida's Diving and Snorkeling Headquarters Tropical Sailing - Miami Catamaran Charter South Beach Sail Splash and Snorkel (Catamaran Tour) Catalina Tours (Thriller Powerboat Sightseeing Cruise) Miami Seaquarium South Beach Kayak Miami Beach Ocean Watersports (Banana Boat Rides) Aquaworld Miami (jet skis, banana boats, parasailing, snorkeling, cruise, etc.) Zoo Miami The Reward Fishing Fleet's (Deep sea fishing) Miami Duck Tour (Boat Tours) Totch's Island Everglades (Airboat Tours)
Indirect Competitors
Submarine tours, semi-submersible toursFuture
Competitors
Davy Jones Sub Tours
Competitive analysis grid - South Beach Miami
Price OceanPreservation
Time of the trip
Thescenic Accessibility Experiencing
real marine lifeOpen hours
Davy Jones’ Sub Tours (South Beach, Miami) AD DI DI EV EV AD AD
South Beach Kayak AD AD AD DI EV DI DI
Miami Seaquarium EV AD AD AD AD DI DICatalina Tours (Thriller Powerboat Sightseeing
Cruise)EV DI DI DI EV DI DI
Tropical Sailing - Miami Catamaran Charter
South Beach Sail Splash and Snorkel (Catamaran
Tours)
DI AD AD EV EV AD DI
South Beach Dive and Surf Center (Scuba
Diving)DI AD AD AD DI AD EV
One of the biggest competitive advantages that the company will have is the fact that it
will be the only one available in the proximity. Similar types of attractions are available in other
exotic islands, such as; Hawaii, Aruba, Cancun, etc., and in Long Beach, California. Most of them
are really far from the Davy Jones Sub Tours’ locations. The company will be one of the first
pioneers to act upon this opportunity. Also, by becoming one of the first eco-friendly ventures,
it will generate a lot of attention for potential customers. Truth is, not many people get to
experience something this exciting without having to go to a location far away which will cost
them a large amount of money.
We are now in the time of making every business actions as sustainable as possible.
Sustainability has played an important role in the way businesses conduct their practices. Also,
companies that strive to become more "green" tend to be better recognized and respected
16
Davy Jones Sub Tours
because they are doing their part for the environment. Davy Jones Sub Tours will contribute to
the sustainability of the sea and the world by only running with biodiesel fuel and solar panels.
This will reduce the environmental impact of the business operations and distinguish the
company from the direct and indirect competitors.
The industry the company is entering into is a very competitive one. There are many
entertainments related to sightseeing tours on the water and a lot more regarding ocean
divertissements in general. This is why it will be difficult for the company, at the beginning, to
get popular and attract customers.
The company will need to consider the general and specific factors within the industry
and differentiate itself from direct and indirect competitors already established in this industry.
Its sustainable aspect as well as its uniqueness way to explore the unknown in both locations
makes the company different from others.
V. Operations Plan
Business Processes
Operating hours of the office/ gift shop (Monday-Sunday):
Monterey Bay: 8:30 AM - 8:30 PM
South Beach Miami: 8:00 AM - 8:30 PM
A receptionist will be available during these opening hours to answer questions, charge
tickets, and sell souvenir pictures and promotional items. Here is the departure schedule for
each location:
Departure time: Monterey Bay
1-hour tours 9:00 AM 10:30 AM 1:00
PM 2:30 PM 4:00 PM 7:00 PM
17
Davy Jones Sub Tours
*Passengers have to arrive 30 minutes before the departure time for boarding.
**15 minutes will be allowed before and after each tour to load the boat.
Departure time: South Beach Miami
1-hour tours 8:30 AM X 1:30 PM X 7:00 PM
2-hour tours X 10:00 AM X 3:00 PM X
*Passengers have to arrive 30 minutes before the departure time for boarding.
**15 minutes will be allowed before and after tours to load the boat.
A licensed captain with a Coast Guard certification will ride and manage the vessel. The
two other ship crew members, which are a graduated guide in marine science and a
photographer will entertain the 48 passengers. At the beginning of the tours, the crew will tell
the story about Davy Jones, explain the "green" energy concept and present the map of the
area where the semi-submersible will ride. The guide will present a video of the species that are
possible to encounter in the area and will provide assistance for the entire tour to help
passengers identify what they will see. Passengers will also have the opportunity to feed the
marine animals by an automatic system incorporated in the vessel in order to attract more
specimens to observe. The photographer will be in charge of taking pictures during the tour,
which will be posted on Davy Jones Sub Tours’ website and also be available via the Instagram
application. Passengers will have the opportunity to view and purchase these pictures at the
gift shop at the end of the tour or online.
At the end of each day, the guide will make a summary on the website of what
passengers have observed during the tours. Also, once a month, an informative article about
the marine science and eco-friendly concept will be posted to inform the website visitors. Each
month, the company will do a drawing for all customers who have taken the time to share a
comment of their experience on the Davy Jones Sub Tours’ Facebook page. They will have the
18
Davy Jones Sub Tours
opportunity to win a promotional item of the company. On the company’s website, a seasonal
schedule will be available in order to inform tourists of the seasonality of marine life
throughout the year.
Suppliers
1. Willard Marine Inc. (Willard Marine Incorporated)
The company will purchase two semi-submersibles from Willard Marine Inc.
(Located in Anaheim, CA and in Virginia Beach, VA)
2. Toro Petroleum Corp + Sun BioDiesel (Toro Petroleum Corporation, 2004 & Sun Biodiesel)
The two following biodiesel distributors will fill the vessel’s tank every week at the Fisherman’s
Wharf and the Miami Beach Marina.
Monterey Bay:
- Toro Petroleum Corp. (Located in Salinas, CA)
South Beach Miami:
- Sun BioDiesel (Located in Miami, FL)
3. Wholesale Solar (Wholesale Solar)
The company Wholesale Solar (Located in Mt. Shasta, CA) will provide and deliver the solar
panels. They will be installed on the vessels by the engineers.
4. Engineers (Cay Marine, 2008)
The engineers will assure the maintenance of the vessels and the solar panels.
Monterey Bay:
- Mark Kern (Located in Monterey, CA)
South Beach Miami:
- Cay Marine service (Located in Miami, FL)
5. Promotional items (Branders.com, 2013)
19
Davy Jones Sub Tours
The company will order all the articles online with the company’s logo: Branders.com, the
world’s largest online promotional items seller.
6. Website design + technical support (Monterey Bay Design, 2013).
Davy Jones Sub Tours will deal with Monterey Bay Design regarding the company’s website.
Important relationships
The CFO of the company will work in collaboration with an accounting firm.
Mrs. Wendy Brickman, MA, MBA from Brickman Marketing will be an important
business reference for Davy Jones Sub Tours. She has been honored multiple times in the past
and received different awards. She has accepted to support the company by giving free tips and
recommendations regarding marketing in the tourist industry.
The Monterey Bay Aquarium and Miami Seaquarium will provide information to their
visitors about semi-submersible tours and will allow Davy Jones Sub Tours to advertise at their
location. Similarly to local hotels and motels, it will be possible to purchase Davy Jones Sub
Tours tickets at the Monterey Bay Aquarium and Miami Seaquarium.
Invoicing Customers and Collecting Payments
All passengers will be required to pay for their ticket before boarding the vessel with a
credit card or by cash. It will be possible to buy tickets directly online on the company’s
website, at the gift shop of each location, in local hotels / motels and in the two aquariums with
whom the company has created a business relationship.
Resources needed
Equipment for Sub Tours
20
Davy Jones Sub Tours
The semi-submersible vessel and all the needed equipment will be supplied by Willard
Marine Incorporated. This company is located in Anaheim, California and in Virginia Beach,
Virginia. Here is the list of the equipment needed for the vessel: engine, generator, thrusters,
air conditioning system, underwater lighting, fish feeder concession, multimedia (video/stereo
system: custom created), safety items (as required by U.S.C.G. for Route) and anchoring and
deck equipment (Willard Marine Incorporated). Davy Jones Sub Tours will respect their
commitment of providing eco-friendly tours by installing eighteen solar panels on the top of
each semi-submersible submarine.
Equipment for the office / gift shop on the wharf (in each location):
The cabin will be divided in two sections: an office and a gift shop. In the office section,
it’s necessary to have an office desk, chair, computer and phone. The gift shop section needs an
electronic cash register with a computer, debit/credit card terminal, business phone, computer
screen to show the digital pictures taken on the boat, a digital photo converter and counters to
place our promotional items.
Facilities design
Monterey Bay
The vessel will dock at the Fisherman’s Wharf at the concession #21 and Davy Jones Sub
Tours will rent this concession. The vessel will stay there day and night and passengers will
board on this platform. (Appendix A, Exhibit 1) The office and gift shop will also be located at
this concession (Wharf Master Plan, 1986).
South Beach Miami
The vessel will dock at Miami Beach Marina. It will stay there at night after closing, in
addition to when the passengers will board on the vessel. The office and gift shop will also be
located at Miami Beach Marina (Miami Beach Marina). (Appendix A, Exhibit 2)
21
Davy Jones Sub Tours
VI. Organization Plan
Management Team
Marilaine Savard is the Chief Executive Officer of Davy Jones Sub Tours and is
overlooking every division of the company. Marilaine is knowledgeable about each division of
the company. She is responsible for creating goals for the company and responsible for
achieving these goals. Marilaine’s actions need to be accountable to shareholders and the
board of directors. She will also be accountable for the expansion of the company, after the
third year of operations.
Audrey Hamel-Thibault is the Chief Operating Officer and second in command of Davy
Jones Sub Tours. Audrey is managing the everyday operations of the company, including;
managing day-to-day operations, sales and production goals, budgeting, staffing and promoting
the employees, scheduling the employees, and directly observing each division. She will be in
contact with each employee, most notably, Josh Kern, the CFO, regarding the accounting and
finance aspects in addition to Jose Gonzalez, sales and marketing manager, regarding the Sales
and Marketing of the company. She will be reporting everything to Marilaine Savard, the
company’s CEO.
Josh Kern is the Chief Financial Officer of Davy Jones Sub Tours. Josh is accountable for
the financial projections, forecasting and investor relations. Josh is responsible for the
accounting and payroll. Josh analyzes the finances of the company, in order to minimize the
cost of goods sold. Josh also reports the results of Davy Jones Sub Tours to investors, in addition
to preparing growth potential for the company.
Jose Gonzalez is the Sales and Marketing manager. Jose is managing the day-to-day
sales. He is also running the Marketing Department, this is a crucial aspect of the business
because Davy Jones is a new company and it has to establish a following. In order to accomplish
22
Davy Jones Sub Tours
this task, Jose has established relationships with other businesses such as hotels, motels,
aquariums, car rental companies and other business in the tourist industry to establish the
presence of Davy Jones in their respective locations. Jose has been promoted and selling the
company’s service Davy Jones Sub Tours’ target market, which in return will generate more foot
traffic for the company.
Christian Garcia is the Chief Technology Officer of Davy Jones Sub Tours. Christian is
managing the scientific and technological issues of the company. In addition, Christian has the
responsibility to identify technology trends and evolving social behavior that may support or
impede the success of the company. Christian is working with the website designer to maintain
the website. Christian works with maintaining customer relations. Also, he will work closely to
collaborate with the engineers; Mark Kern (Located in Monterey, CA) & Cay Marine (Located in
Miami, FL) to assess and recommend technologies that support the company organization
needs. He will be reporting directly to Marilaine Savard (CEO).
Qualifications
Marilaine Savard has completed her masters in Physical Therapy in April 2013 and
worked last summer, as a Physical Therapist in a private clinic in Canada. She is finishing her
kinesiology degree in California State University, Monterey Bay. Between 2007 and 2009,
during her internships as a kinesiology student, she was the manager of Unisersanté, a health
and wellness program in Sherbrooke University, in the province of Quebec. She managed and
organized activities for employees and students, of her school during three semesters. This
professional experience was a great opportunity for her to learn and acquire good skills in
management.
Audrey Hamel-Thibault has completed her undergraduate degree in kinesiology in
California State University, Monterey Bay. In Summer 2013, she worked for a major national
sporting event, the Canada Games, and was the leader of the organization team. She had to
coordinate the work of ten volunteers and managed many schedules of different sports. Audrey
has done in 2012 two other paid work internships as an assistant of research teams, at
23
Davy Jones Sub Tours
Sherbrooke University. Also, she has worked in the development of research project of office
automation and handling. With all her professional experiences, Audrey has what the company
needs to manage the operations as the COO.
Josh Kern studied at Santa Barbara City College, where he was awarded four Associates
Degree, including; Liberal Arts Associates Degree, Economics Associates Degree, Marketing
Associates Degree and Business Administration Associates Degree. Josh is currently working on
his Bachelor’s Degree in Business Administration with an emphasis in Marketing at California
State University, Monterey Bay. Josh has worked in the customer service industry for three
years while working at Giovanni’s Pizza in Goleta, California. Josh has also spent four years in
the hospitality industry at Bacara Resort & Spa as a security officer, in Goleta California. Josh
has taken multiple accounting, economics and finance classes at Santa Barbara City College and
California State University, Monterey Bay. For these reason, Josh Kern has been elected as Davy
Jones Sub Tours’ CFO.
Jose Gonzalez has completed his Social Behavior Associates Degree at Hartnell College
and is currently working on his Bachelor’s Degree in Agribusiness. Jose has been working in
retail for the past 4 years. He has worked for great companies like Walgreens Pharmacy and
Radioshack. Jose is capable of producing sales and providing exceptional customer service, in
addition to providing problem solving skills. Some tasks of his job experience at Walgreens
Pharmacy and currently at RadioShack, include; generating sales for the company and providing
customers with an outstanding customer service. Jose has a lot of experience in handling cash
and mentoring employees. He has the experience needed to perform and exceed expectations.
For this reason, he has been elected Chief of Sales and Marketing.
Christian Garcia has completed his General Education and Associates in Business
Administration at Hartnell Community College. He is currently working on his Bachelor’s Degree
in Business Administration with a concentration in Agribusiness at California State University
Monterey Bay. Christian has worked in the production industry at Taylor Farms as a
warehouseman. He managed and organized the inventory, as well as the transportation
24
Davy Jones Sub Tours
product from packaging to cooling, in addition to weighing and labeling product. He has also
worked in the construction field as a sheet metal apprentice at Critchfield Mechanical, Inc. and
as Pre-Cast Concrete Builder at Willis Construction Inc. His tasks included; the installation of
heating systems, ventilating systems repair, architectural precast manufacturing process and
glass fiber spray up process operator. For this reason, Christian Garcia has been elected Chief
Technology Officer.
Legal Form
The company will be a C Corporation to be partially financed by an investor.
Board of Directors
The Board of Directors will include, Marilaine Savard, CEO, Audrey Hamel-Thibault, COO
and Josh Kern, CFO, from within the company. The Board of Directors will also include Mark
Cuban, the majority investor of Davy Jones Sub Tours and CJ Lozano, the manufacturer of the
semi-submersible vessels, these two individuals are not employed by Davy Jones Sub Tours.
Board of Directors of Davy Jones Sub Tours
Board of Directors
Marilaine Savard (CEO)
Audrey Hamel-Thibault (COO)
Josh Kern (CFO)
Mark Cuban (Investor)
CJ Lozano
(Equipment Manager)
Advisors
The Advisors of Davy Jones Sub Tours, Include; Mark Kern, Chief Engineer of Kidde Dual
Spectrum for over 35 years. Mark Kern has an expert knowledge of fixing and maintaining
vehicles and equipment. Marcel Rowley is an experienced submarine captain, who currently
25
Davy Jones Sub Tours
works for Catalina Adventure Tours. He operates the same semi-submersible vessel, which Davy
Jones Sub Tours uses. He has provided information regarding submarine regulations and has
offered to provide training to the company’s drivers. As mentioned previously, Wendy Brickman
has offered to provide recommendations and tips regarding advertising and marketing for Davy
Jones Sub Tours. Mary Alice has provided the company with information regarding regulations
of the Fisherman’s Wharf and what steps need to be taken to begin operations at Fisherman’s
Wharf. Rick Marvin is a housing and property manager, who has provided the company with its
Monterey Bay property location. Rick has also offered any addition assistance the company may
need. Mary Alice Cerrito Fettis is the President of Monterey’s Old Fisherman’s Wharf
Association.
Advisors of Davy Jones Sub Tours
Skills Profile
Professional fields the members will represent
26
Advisors
Mark Kern
(Chief Engineer)
Marcel Rowley
(Submarine Captain)
Wendy Brickman
(Marketing Advisor)
Mary Alice Cerrito Fettis
(Fisherman’s Wharf Advisor)
Rick Marvin
(Housing Property Manager)
Davy Jones Sub Tours
Exec
utive
Le
ader
ship
Stor
e O
pera
tions
Supp
ly C
hain
M
anag
emen
t
Sale
s/
Mar
ketin
g
HR/ R
ecru
iting
Acco
untin
g/
Fina
nce
Com
mun
ity
Rela
tions
Info
rmati
on
Syst
ems
Fran
chise
O
pera
tions
Marilaine Savard X
Audrey Hamel-Thibault X
Josh Kern X X
Jose Gonzalez X X
Christian Garcia X X
Gap 1 O
X = Position FilledO = Position VacantPlanned Management Structure
27
CEOMarilaine Savard
COOAudrey Hamel-Thibault
Daily Operations
Audrey Hamel-Thibault
EngineeringMark Kern
CTOChristian Garcia
Information Technology
Monterey Bay Design
Website Creation
Monterey Bay Design
CFOJosh Kern
AccountingJosh Kern
Human Resources
Jose Gonzalez
SalesJose Gonzalez
Davy Jones Sub Tours
VII. Marketing Plan
Identity and Positioning Strategy
The company has chosen the tourist locations of Monterey Bay and South Beach Miami
for their large market potential and their underwater diversity and beauty. These amazing tours
will give consumers the opportunity to explore the marine world in a totally different
perspective. Customers will experience something unique and wonderful from the comfort of
the Davy Jones Sub Tours seats.
Tagline
The tagline of Davy Jones Sub Tours, “Explore the Unknown” fits with this new
entertainment venture by exploring the underwater world in each location. Sub Tours strives to
become more than just a tourist attraction. It wants to be a green and sustainable pioneer for
sub tours in the United States.
Branding Strategy
Represented by half a fish, Davy Jones Sub Tours’ logo suggests that the lower part is
underwater where passengers can explore fish and the amazing marine world. Blue, the color
chosen for the logo, is known to represent the sky and sea. Thus, this color can be easily
associated with an entertainment on the water.
28
Davy Jones Sub Tours
The new venture’s name has been taken from Davy Jones who appeared in a popular
movie series, Pirates of the Caribbean. This story is a mythical legend created to bring fear to
sailors by claiming that sailors who died at sea will become trapped and spend eternity working
on Davy Jones Flying Dutchman. The company wants to compare the unknown legend with the
unknown underwater world that passengers will have the chance to discover during their trip.
In Pirates of the Caribbean, Davy Jones is the captain of the Flying Dutchman, a legendary ghost
ship that can never makes port and is doomed to sail the oceans forever. The fictional character
Davy Jones is based on the legend according to superstition among sailors in the 18th and 19th
centuries. It is a figure of nautical folklore and is an idiom for the bottom of the sea. (Davy
Jones' Locker, 2013)
Product Strategy
The company wants to focus on its success to create a venture that combines the
exploration of the unknown while having respect for the marine environment. Three different
tours will be offered in South Beach Miami and Monterey Bay.
Chart or the three tours offer by Davy Jones Sub Tours
Tours Description
Miami1-hour tour
Customers of this tour will have the chance to admire the Jose Cuervo Reef, an underwater margarita bar sunk on May 5th, 2000 as a promotion, during the "Sinko
29
Davy Jones Sub Tours
de Mayo Festival" (Jose Cuervo). They will also see two underwater tanks and various species of fish (Miami dive sites, 2010).
Miami2-hour tour
This tour will include similar attractions as the first one, in addition to; The Spirit of Miami, a sunken 727 jet (Miami dive sites, 2010), and the Neptune Memorial Reef, an underwater cemetery and the largest man-made reef ever conceived (Black,).
Monterey1-hour tour
This 1-hour tour will give customers the opportunity to discover the amazing marine life of Monterey Bay such as otters, sea lions, seals, dolphins, whales, kelp
forest, etc. (Monterey Bay Aquarium, 2013).
The company will create its own website to make everything convenient for the
customers. The website will include the vision of the company, the tours’ description and maps,
prices and deals, schedules, pictures, gift shop information, etc. Davy Jones Sub Tours will also
create a brochure containing similar information provided on the website. These brochures will
be available at the main locations. Online, the company will sell tickets and provide information
on tours by different advertising tools (see Advertising and Promotions).
The company will also have a gift shop in each location: at the Fisherman’s Wharf in
Monterey Bay and at the harbor in South Beach Miami. Different products are going to be sold
in the gift shops; such as cups, t-shirts, hats, magnets, key rings, marine life books, postcards,
picture frames, etc. The product line will also apply for the t-shirts that will be created for
school classes; this in return will make the tour easier for teachers. Every product on sale in the
gift shops will be represented by the following logo:
30
Davy Jones Sub Tours
The company wants to focus on low prices instead of the quality of the products in the
gift shop. Davy Jones Sub Tours thinks that tourists will be more incline to buy low-priced
souvenirs.
While passenger will be boarding and getting ready for the departure, a video on the
marine life of the area will play to inform customers on the flora and fauna they are going to
see. Moreover, pictures of animals, vegetation and wrecks with their name and a small
description will be hung on the walls of the vessel. In this way, passengers will be able to
recognize what they will see throughout the tour. The guide will also describe the underwater
view. Maps of the route taken during the journey are also going to be affixed on the walls of the
vessel.
During every tour, a photographer will be onboard to take pictures of the passengers.
The digital pictures will be shown onboard the vessel and printed to customers who want to
buy them at the end of the tour. The photos taken will also be uploaded on the company’s
website and social media pages to increase interactions with consumers, and enable customers
to purchase them at a later date.
Pricing Strategy
The pricing model the company will use to capture value is the pay-per-use (Barbeau,
n.d.). Davy Jones Sub Tours is providing a service to its customers. To encourage the target
market to buy the service, the company has decided to set low prices for school groups. If the
venture wants to make enough profit, it will have to increase the prices for other customers.
31
Davy Jones Sub Tours
For this reason, the prices for adult and children will be a little higher than the competitors’
prices. The company can afford to start its prices higher than its competitors because Davy
Jones Sub Tours offers a unique service in its two locations. Once the prices for the tours are
set, it will be difficult for the company to raise prices afterwards.
However, Davy Jones Sub Tours will balance the high prices by using different tools for
stimulating revenue; such as, offering discounts in tourist groups and discounts from buying
tickets in advance. Also, customers will have discounts by buying tickets from their hotel. An
off-season strategy will be to focus on school groups and to adapt tours for this clientele.
Chart of the main indirect competitors’ prices
Child Adult
Long Beach - Catalina tour (semi-submersible vessel)
$24(Catalina Adventure Tours,)
$31(Catalina Adventure Tours,)
Monterey Bay - Whalewatching tours
$20 to $30(Monterey Bay Whale Watch,)
(Princess Monterey Whale Watching Cruises,)
(Chris' Whale Watching,)
$35 to $50(Monterey Bay Whale
Watch,)(Princess Monterey Whale
Watching Cruises,)(Chris' Whale Watching,)
Miami - Boat tours andwhale watching tours
$15 to $40(Sprint Yacht Tours,)(Miami Beach Ocean
$20 to $60(Sprint Yacht Tours,)(Miami Beach Ocean
32
Davy Jones Sub Tours
Watersports,) Watersports,)
Chart of Davy Jones Sub Tours prices
Child(Ages 3-12,
under 3 free)Adult
Family of 4(2 adults &2 children)
Senior(55 & over)
Group of15 or more
($ per person)
Miami(1-hour tour) $35 $55 $149 $ 39 $25
Miami(2-hour tour) $49 $69 $199 $55 $39
Monterey(1-hour tour) $35 $55 $149 $39 $25
Channels of Distribution and Location
The company will provide customers the convenience of purchasing tickets in many
different ways, including:
- Main Locations
- Website
- Hotel Concierge
- AAA
- Travel Agencies
33
Davy Jones Sub Tours
The website is the company’s primary form of ordering tickets and for that reason the
company will offer 5% discount for each ticket purchase online. The website will also provide
the customers an opportunity to purchase any item from the gift shop, pictures taken during
the tour and a photo album.
Advertising and Promotions
Davy Jones Sub Tours wants to primarily target tourists and schools from Monterey and
Miami areas. The company will have to choose different ways of advertising to reach this
population. The marketing team will send advertising posters to all eight chambers of
commerce in Monterey County and some business associations (Chambers & associations,
n.d.). Of the 78 chambers of commerce and associations that are in Miami, the company will try
to approach half of them to promote its new attraction (Miami Chambers of Commerce, n.d.).
Similar steps will be engaged with travelling agencies in both counties. Also, Davy Jones Sub
Tours is going to fetch the support of Monterey County Convention and Visitor Bureau
(MCCVB). Their mission is to help companies in this area to enhance Monterey County’s
tourism. The MCCVB provides many opportunities for advertising and marketing, whether on its
website (www.seemonterey.com ) or through its annual visitor guide, at sales events, and other
organized events (Business assistance: MCCVB, 2011). In Miami, the same steps will be
followed with the Greater Miami Convention & Visitors Bureau (About GMCVB, 2013).
Conventions, visitor bureaus, hotels and motels from each area will be the appropriate
organizations to approach for the marketing of Davy Jones Sub Tours. Also, the company will
talk about its new entertainment on TripAdvisor in order to spread the news about semi-
submersible tours that can interest marine enthusiasts. Advertising in domestic and
international airports close to Monterey Bay and South Beach Miami is a good way to reach
tourists from everywhere around the world including American citizens.
Cities with Airports that Davy Jones Sub Tours Wants to Approach
34
Davy Jones Sub Tours
Monterey Bay South Beach Miami
- Monterey- Salinas
- Palo Alto- Hayward
- San Francisco(California airports map, 2012)
- San Jose- Oakland
- Sacramento- Fresno
(California airports map, 2012)
- Miami- Fort Lauderdale
- Homestead- Pompano Beach
(Florida airports map, 2012)
Advertising within land transport companies is also an excellent method to target
tourists. Car rental agencies, trains and bus stations are great places to advertise about Davy
Jones Sub Tours.
Consumers tend to plan their trips and activities along with buying tickets online more
than ever before (Consumers and Changing Retail Markets, 2012). When people search on the
Web, they type keywords on search engines to find information. Considering this, the company
has chosen to buy keywords on a pay-for-click with AdWords on Google, Yahoo, Search
Marketing and Microsoft AdCenter (Barringer & Ireland, 2012).
The business is going to work more with Instagram because it is a new popular trend
that consumers are using to post their life events. Instagram is a social media tool that allows
users to upload photos, videos and quotes for their followers to see. Sub Tours will join this
trend by having its own Instagram page and uploading pictures of the tours. By doing this,
customers will be able to check out the business page and be able to relive their experience
(Instagram, 2013). The company will also use other social networks such as Facebook and
Twitter.
At the end of each day, the marine science guide will make a summary of what
passengers had the chance to observe and will post it on the social network pages. Connections
with other types of social media will be available by the Facebook page of the company. The
“Like” and “Share” button and also the “Comment box” will allow passengers to share their
experience after their tour. A drawing will be created each month for all customers who shared
35
Davy Jones Sub Tours
a comment on Davy Jones Sub Tours Facebook page. They will have the chance to win a
promotional item of the company. Also, once a month, an informative article about the marine
science and eco-friendly concept will be posted online to let people know that the company is
knowledgeable in these fields. Finally, a season schedule will be available to the public
concerning which kind of species people will have the chance to see during different periods of
the year.
Students from all level of education will also be the target customers of Davy Jones Sub
Tours. To target this population, Sub Tours should meet the right organization for each school
level. For elementary and high schools, the company will have to communicate with principals
and the board of directors over them. It will be important to let them know about the group
discount. The goal will be to give students an education and amusing organized school trip. For
undergraduate and graduate students in college and university, Sub Tours will have to meet
student associations and develop agreements about advertising on campus.
The main partnerships that Davy Jones Sub Tours wants to develop are with the
Monterey Bay Aquarium and Miami Seaquarium. As Sub Tours, these two recreational activities
have an environmental consciousness and also believe in the marine life conservation
(Monterey Bay Aquarium, 2013 & Conservation: rescue & rehabilitation, 2013). For these
reasons, collaboration between the company and these organizations will be a great
opportunity of marketing for the new venture.
Public Relations
Davy Jones Sub Tours will launch a press conference at the largest hotel in Monterey
Bay and South Beach Miami. The company will promote the event by sending invitations to
local and regional newspapers, television programs and morning shows that talk about
entertainment in these areas. During this conference, pictures of the sub and videos aboard the
semi-submersible will be shown on a Prezi presentation. Explanations about the green concept
will be shared with the public by the president of the company. Foods and drinks will be offered
for all guests, giving them the chance to exchange thoughts about the new venture.
36
Davy Jones Sub Tours
Messages to Communicate
Davy Jones Sub Tours wants to use its tagline to promote the new venture. “Explore the
Unknown” is an attractive and captivating slogan to get people interested in what Davy Jones
Sub Tours have to offer. The main goal aboard the sub is to provide an educational tour
accessible for all ages. Passengers will have the perfect set up to learn about the marine life in
each location by means of the marine science guide's animation. The new venture is proud to
be a pioneer of its green innovation; the marketing communication will provide information
about the importance of respecting the environment. Davy Jones Sub Tours will announce the
first semi-submersible vessel that has been known for its eco-friendly entertainment on the
sea. Using solar panels as an alternative energy to produce the needed electricity and also using
biodiesel fuel to navigate in the water, Davy Jones Sub Tours advocates being a sustainable new
venture. Finally, Davy Jones Sub Tours has the perfect vessel to give people of all ages the
opportunity to explore the marine life in its natural habitat.
VIII. Financial Plan
Based on industry averages, Davy Jones Sub Tours is expecting 45% occupancy during
the slow season and 80% during the summer season, in the first year (Mildred, Catalina
Adventure Tours). The company projects a 20% growth in sales, during the first 3 years and a
25% growth in sales after the expansion in year 4. Davy Jones Sub Tours projects revenue of
$4,194,950 combined from location’s services, gift shop sales and photograph sales, in the first
years. Davy Jones Sub Tours projects revenue of $4,998,733 for both locations in year 2 and
revenue of $5,920,526 in year 3.
Davy Jones Sub Tours’ founders are each investing $10,000 into the business. The
company will receive an investment of $3,187,279 from Mark Cuban for a 25% share of the
company. Davy Jones Sub Tours will receive a 5-year, $3,187,279 loan from Rabobank, with 7%
interest.
37
Davy Jones Sub Tours
The cost of goods sold would include fuel and labor. Labor includes four employees at
each location; a captain, a photographer, a marine science guide and a gift shop attendant. Fuel
is calculated by the price of biodiesel fuel, the miles per gallon of the vessel and miles traveled
per day. Costs of goods sold will be approximately $586,349 annually for the first 3 years.
Davy Jones Sub Tours’ major capital startup expenditures include two 65 feet semi-
submersible submarines ($5,600,000 for the two vessels) and 36 solar panels considering that
each vessel will have 18 solar panels ($42,500 for 36 solar panels). Other important startup
expenses will include a business license tax, promotional distract fee, and permit fees, the
installation of the solar panels, the inventory of the two gift shops, the rents, and the kiosks’
equipment. Davy Jones Sub Tours will also reserve 1% of revenue towards marketing and
advertising.
Davy Jones Sub Tours projects to be profitable, after the first month of operation. Davy
Jones Sub Tours will need no working capital because sales in the first month will cover all
future expenditures. The new venture is projecting a net profit of $1,719,293 in year 1,
$2,525,576 net profit in year 2, and $3,447,369 net profit in year 3. The profit margin of the
company is projected to be nearly 41% and the operating margin is projected to be nearly 46%,
in year 1.
Davy Jones Sub Tours will make a profit after the first month. The company is going to
eliminate its debt after 5 years. The company will continue growing, and expansion is in
progress.
2014-2015 2015-2016 2016-2017
Total Sales $4,194,950 $4,998,733 $5,920,526
COGS $586,349 $586,349 $586,349
38
Davy Jones Sub Tours
Gross Profit $3,608,601 $4,412,384 $5,334,177
Total Expenses $1,886,808 $1,886,808 $1,886,808
Net Profit $1,721,793 $2,525,576 $3,447,369
39
Davy Jones Sub Tours
References
About GMCVB. (2013). Retrieved from http://www.miamiandbeaches.com/about-gmcvbAnderson, M. (2013, June 7). California tourism means big business. Retrieved from
http://www.bizjournals.com/sacramento/news/2013/06/07/california-tourism-spending-economy.html
Barbeau, B. (n.d.). Planning your go-to-market strategy. In B. Barringer & D. Ireland (Eds.), Entrepreneurship (5th ed.). London, England: Pearson Education Limited.
Barringer, B., & Ireland, D. (2012). Entrepreneurship. (4th ed.). London, England: Pearson Education Limited.
Barringer, B., & Ireland, D. (2012). Entrepreneurship. (5th ed.). London, England: Pearson Education Limited.
BeachCalifornia.com. (n.d.). California tourism statistics highlights. Retrieved from www.beachcalifornia.com/stats2.html
Biodiesel. (n.d.). Marine. Retrieved from http://www.biodiesel.org/using-biodiesel/market-segments/marine
Black, A. (n.d.). Neptune memorial reef. Retrieved from http://www.atlasobscura.com/places/neptune-memorial-reef
Boat Carbon Footprint. (2007). Calculate my boat carbon footprint. Retrieved from http://www.boatcarbonfootprint.com/
Boatwise. (n.d.). Retrieved from http://www.boatwise.com/master100gtlicense.htmlBranders.com, 2013. Retrieved from http://www.Branders.comBusiness assistance: MCCVB. (2011). Retrieved from
http://www.co.monterey.ca.us/EconomicDevelopment/visitors-convention-bureau.shtml
California airports map. (2012, February 27). Retrieved from http://www.mapsofworld.com/usa/states/california/california-airports.html
Catalina Adventure Tours. (n.d.). The nautilus. Retrieved from http://www.catalinaadventuretours.com/tours/ocean-excursions/semi-submarine-the-nautilus
Cay Marine, 2008. Retrieved from http://www.caymarineservice.com/Chambers & associations. (n.d.). Retrieved from
http://www.montereycountywib.org/partners/chambers/Choosing the right engine package. (2013). Retrieved from
http://www.discoverboating.ca/buying/engine.aspxCitydata.com. (n.d.). Miami: Economy. Retrieved from http://www.city-data.com/us-cities/The-
South/Miami-Economy.html Climatezone.com. (n.d.). Climate information for miami. Retrieved from http://www.climate-
zone.com/climate/united-states/florida/miami/ Conservation: rescue & rehabilitation. (2013). Retrieved from
http://miamiseaquarium.com/AboutUs/Conservation/Rescue-Rehabilitation
40
Davy Jones Sub Tours
Consumers and Changing Retail Markets. (2012). Industry Canada, Government of Canada. Retrieved from http://www.ic.gc.ca/eic/site/oca-bc.nsf/eng/ca02096.html
Davy Jones' Locker. (2013, November 5). Retrieved from http://en.wikipedia.org/wiki/Davy_Jones'_Locker
DiveSpot.com. (n.d.). Christ of the abyss. Retrieved from http://www.divespots.com/scuba-diving-spots/florida/florida-keys/key-largo/spots/christ-of-the-abyss
DiveSpot.com. (n.d.). Jose cuervo. Retrieved from http://www.divespots.com/scuba-diving-spots/florida/miami/spots/jose-cuervo
Earth Justice. (n.d.). California and fracking. Retrieved from http://earthjustice.org/features/campaigns/california-and-fracking
Economic Development Department. (2011). At a glance. Retrieved from http://www.co.monterey.ca.us/EconomicDevelopment/at-a-glance.shtml
Examiner. (2012, May 29). Baby boomer women control most of nation's wealth . Retrieved from http://www.examiner.com/article/baby-boomers-still-control-most-of-nation-s-wealth
Florida airports map. (2012, February 28). Retrieved from http://www.mapsofworld.com/usa/states/florida/florida-airports.html
Florida Department of Environmental Protection. (n.d.). Florida geographical survey. Retrieved from http://www.dep.state.fl.us/geology/geologictopics/hazards/tsunamis.htm
Food and Water watch. (n.d.). Fracking. Retrieved from http://www.foodandwaterwatch.org/water/fracking/
GreatSchools.org. (2013). Public schools. Retrieved from http://www.greatschools.org/search/search.page?search_type=0&q=monterey&state=CA
Hackett, D. (2012, 02 13). Top ten issues facing florida legislation. Retrieved from http://politics.heraldtribune.com/slideshow/top-10-issues-facing-florida-legislature/
Harrison, L. (2007). Managing toda'ys multigenerational workforce. Retrieved from http://www.belloaks.com/media/BAhbBlsHOgZmIk4yMDExLzEyLzE0LzE1XzM2XzAyXzYxMF85XzEwXzA4X0JPX0J1c2luZXNzX0ZvcnVtX0dlbmVyYXRpb25zX0F0X1dvcmsucGRm
Instagram. (2013). Retrieved from http://instagram.com/International Water Ski Federation. (n.d.). Water skiing, boating and the environment issues
and impacts. Retrieved from http://www.iwsf.com/EnvironmentalHandbook/iwsfecpartb.htm
Mangold, W. G., & Faulds, D. G. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357-365. doi: 10.1016/j.bushor.2009.03.002Miami Beach Marina, nd. Retrieved from http://www.miamibeachmarina.com/home/Miami chambers of commerce. (n.d.). Retrieved from
http://www.yellowpages.com/miami-fl/chambers-of-commerceMiami-Dade County Hurricane Guide. (n.d.). 2013 hurricane website. Retrieved from
http://www.miamidade.gov/hurricane/ Monterey bay aquarium. (2013). Retrieved from http://www.montereybayaquarium.org/Monterey Bay Aquarium. (n.d.). Retrieved from http://www.montereybayaquarium.org
(Monterey Bay Aquarium)
41
Davy Jones Sub Tours
Monterey Bay Aquarium. (n.d.). Wild seafood issues: Illegal fishing. Retrieved from http://www.montereybayaquarium.org/cr/cr_seafoodwatch/issues/wildseafood_illegalfishing.aspx
Monterey Bay Design, 2013. Retrieved from http://www.montereybaydesign.com/Monterey County Farm Bureau. (n.d.). Economy. Retrieved from
http://montereycfb.com/index.php?page=economy Monterey’s old fisherman's wharf. (n.d.). Retrieved from
http://montereywharf.com/uploads/PDFs/Wharf VIP Card Press Release.pdfNAICS Association. (n.d.). 487210 scenic and sightseeing transportation, water. Retrieved from
http://www.naics.com/free-code-search/naicsdescription.php?code=487210 Obama Care Facts. (n.d.). Obamacare small business facts. Retrieved from
http://obamacarefacts.com/obamacare-smallbusiness.php Padberg, N. (2012, August 20). Baby boomers control 70% of the u.s. disposable income.
Retrieved from http://www.mediapost.com/publications/article/181070/baby-boomers-control-70-of-the-us-disposable-in.html#axzz2ircvtP00
Pemberton, A. (2013, March 19). Submarines: Sunken treasure. Retrieved from http://www.billionaire.com/vehicles/285/submarines-sunken-treasures
Point2homes. (n.d.). Monterey county demographics. Retrieved from http://www.point2homes.com/US/Neighborhood/CA/Monterey-County-Demographics.html
Power boosting self-cleaning solar panels. (2013). Retrieved from http://www.sciencedaily.com/releases/2013/11/131121111806.htm
Prizm. (n.d.). Zip code lookup. Retrieved from http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&menuOption=ziplookup&pageName=ZIP+Code+Lookup&filterstate=&sortby=segment_code&prevSegID=1027
Richards, L. (n.d.). The effects of socio-culture on business. Retrieved from http://smallbusiness.chron.com/effects-socioculture-business-10602.html
Sampson, H. (2013, March 5). Miami-Dade County sees record tourism in 2012. Miami Herald. Retrieved from http://www.miamiherald.com/2013/03/04/3266836/miami-dade-county-sees-record.html
Santa Catalina Island Company. (n.d.). Undersea expedition. Retrieved from http://www.visitcatalinaisland.com/avalon/tour_undersea.php
Seafish. (2009). Fishing vessel fuel emissions. Retrieved from http://www.seafish.org/media/Publications/FS27_04.09__Fuel_emissions.pdf
Sperling's Bestplaces. (n.d.). People in miami-dade county, florida. Retrieved from http://www.bestplaces.net/people/county/florida/miami-dade
Steighorst, T. (2004, August 30). At $54.5 billion, florida's no. 2 in tourist speding. Retrieved from http://articles.sun-sentinel.com/2*004-08-30/business/0408271006_1_executive-travel-skyguide-travel-agents-world-poker-tour
Sun Biodiesel, nd. Retrieved from http://www.sunbiodieselfuel.com/
42
Davy Jones Sub Tours
The Weather Channel. (n.d.). Climatology comparision. Retrieved from http://www.weather.com/weather/wxclimatology/compare/USFL0316?sfld1=Miami, FL&sfld2=Monterey, CA, US&clocid1=USFL0316&clocid2=USCA0724
Toro Petroleum Corporation, 2004. Retrieved from http://www.toropetroleum.comU.S. Bureau of Labor Statistics. (n.d.). Unemployment rate. Retrieved from
https://www.google.com/publicdata/explore?ds=z1ebjpgk2654c1_&ctype=l&strail=false&bcs=d&nselm=h&met_y=unemployment_rate&fdim_y=seasonality:U&scale_y=lin&ind_y=false&rdim=country&idim=county:PS060620:CN120860&idim=country:US&ifdim=country&tstart=1139472000000&tend=1378710000000&hl=en&dl=en&ind=false
U.S. National Library of Medicine. (2013, February 1). Carbon monoxide poisoning. Retrieved from http://www.ncbi.nlm.nih.gov/pubmedhealth/PMH0003333/
USA.gov. (n.d.). What's affected by a government shutdown?. Retrieved from http://www.usa.gov/shutdown.shtml
USA quickfacts. (n.d.). Monterey. Retrieved from http://quickfacts.census.gov/qfd/states/00000.html
USgovernmentspedning.com. (n.d.). Us government spedning. Retrieved from http://www.usgovernmentspending.com/compare_state_spending_2013bZ0a
USGS. (n.d.). Bay area earthquake probabilities. Retrieved from http://earthquake.usgs.gov/regional/nca/wg02/index.php
Visit Florida. (2013, March 7). Governor scott announces record year for tourism spending. Retrieved from http://www.visitflorida.com/en-us/media/2013/governor-scott-announces-record-year-for-tourism-spending.html
Washington Policy Center. (2012, March 16). Regulatory burden on small businesses is increasing. Retrieved from http://www.washingtonpolicy.org/blog/post/regulatory-burden-small-businesses-increasing
Wharf Master Plan, 1986. PDF of the plan of municipal wharf #1. Retrieved from http://monterey.org/Portals/1/peec/landuse/40.Wharf.Master.Plan.pdf
Wholesale Solar, nd. Retrieved from http://www.wholesalesolar.com/Willard Marine Incorporated, nd. Pdf of 65’ FRP Semi-Submersible Viewing Vessel. Retrieved
from http://www.willardmarine.com/boats/past-designs/65-semi-submersible-viewing-vessel.html
Willis, G. (2013, September 16). How the financial crisis affected florida's housing market. Retrieved from http://articles.sun-sentinel.com/2013-09-16/business/sfl-financial-crisis-housing-link-20130916_1_housing-market-financial-crisis-south-florida
Zipcodes.com. (2013). Population by zip code. Retrieved from https://www.zip-codes.com/city/CA-MONTEREY.asp
43
Davy Jones Sub Tours
44
Appendix AExhibit 1
Map of the Fisherman's Wharf in Monterey Bay
Concession #21
Davy Jones Sub Tours
Exhibit 2
Map of Miami Beach Marina
46
Appendix BExhibit 1
Christian Garcia's resume
EducationSalinas High School, High School DiplomaSalinas Adult School. Hartnell Community College, General Education & B.S. Business Administration.Current Student, at California State University Monterey Bay. Major Business Administration.
Community ServiceSalinas High School Library: Stock and file books. Salinas Soccer League: Coaching kids age 5 to 8.Salinas Adult School: Organizing activities to raise funds.Volunteer at the Relay for Life in Salinas, CA.
ExperienceSoccer Referee 2008 to CurrentPeninsula Sports, Inc. 2560 Garden Road, Suite #119Monterey, CA 93940
Officiate games for Peninsula Sports. Maintain a fair playing field through diplomacy. Formulate game reports. Organize seminars and trainings.
Warehouseman 2009-2010 Taylor Farms 911 Blanco Circle Salinas, CA 93901
Inventory control. Stacking pallets. Transporting product from packaging to cooler. Weigh and label product.
Davy Jones Sub Tours
Sheet Metal Apprentice. 2007-2009Critchfield Mechanical, Inc.1901 Junction Ave., San Jose, CA 95131
Installation of heating systems Ventilating systems repair Air conditioning system installations
Pre-Cast Concrete Builder 2005-2007Willis Construction CO. INC.2261 San Juan Hwy., San Juan Bautista, CA 95045
Architectural precast manufacturing process Glass fiber spray up process Thin shell panels manufacturing process
Other SkillsStrong mathematic skills.Capable problem solver.Ability to self-manage and self-motivate.Excellent communication and multi-tasking skills. Excellent leadership skills.Strong work ethic.Bilingual: English and Spanish.Computer skilled in Microsoft Word, Power Point, Excel, and Internet research.Reliable and Punctual.
Hobbies and InterestSoccer, Mountain Biking, Surfing, and Camping.Reading history books.Learn about Technology. Like to travel.
48
Davy Jones Sub Tours
Exhibit 2
Josh Kern's resume
EducationDos Pueblos High School 2003-2007
High School diploma
Santa Barbara City College 2007-2012 AA Business Administration AA Economics AA Liberal Arts and Sciences (Arts and Humanities) AA Marketing
California State University Monterey Bay 2012-Present BA Business (Accounting) *Currently working on*
Special Skills Marketing Economics Accounting Mathematics
Volunteer Work Natividad Memorial Hospital 2012
Job ExperienceGiovanni’s Pizza (2006-2009)Position: Cashier/Driver
Bacara Resort & Spa (2009-2012)Position: Security Officer
Other AchievementsEagle Scout of America
49
Davy Jones Sub Tours
Exhibit 3
Audrey Hamel-Thibault's resume
SOMMAIRE (Summary)Gestion et organisation d'événements sportifs;Intérêt marqué pour la promotion de la santé et les saines habitudes de vie;Expérience en nutrition, ergonomie et service/intervention auprès de diverses clientèles;Autonomie, initiative et excellente capacité à communiquer par écrit et oralement;Collaboration et travail d’équipe;
FORMATION (Scholar background)
Baccalauréat en kinésiologie, profil santé et mieux-être Automne 2010Régime coopératifUniversité de Sherbrooke
Baccalauréat en mathématiques 2008-2010Régime coopératifUniversité de SherbrookeDiplôme d’études collégiales en Sciences pures 2006-2008Cégep Beauce-Appalaches de Lac-Mégantic
BÉNÉVOLAT (Voluntary work)Jeux du Canada, Sherbrooke, Été 2013Bénévole Argent : adjointe à la planification, centre sportif de l'UdeS
EXPÉRIENCES PROFESSIONNELLES (Job experiences and internships)
Stagiaire en gestion d'événements sportifs Été 2013Service du sport et de l'activité physique Stage coopératifUniversité de Sherbrooke KinésiologieApporter des solutions rapides et efficaces en situations critiques;Coordonner une équipe de travail;Planifier et gérer plusieurs événements sportifs à la fois;
50
Davy Jones Sub Tours
Assistante de recherche en nutrition Automne 2012Faculté d’éducation physique et sportive, Université de Sherbrooke Stage coopératifProjet pilote sur les colorants alimentaires (clientèle : 4-5 ans) KinésiologieConcevoir et valider les outils nécessaires à la collecte de données;S’occuper des communications écrites et orales entre les collaborateurs du projet;Recruter les parents pour le projet de recherche;Réaliser la collecte de données en CPE;
Assistante de recherche en biomécanique Hiver 2012Laboratoire de biomécanique, Université de Sherbrooke Stage coopératifÉquipe de recherche en prévention des troubles musculo-squelettiques KinésiologieOptimiser des instruments de laboratoire;Aider aux collectes de données pour un projet de recherche en bureautique (observer l’installation d’un poste de travail ergonomique); Collaborer au développement d’un projet de recherche en manutention;Écrire et synthétiser des protocoles d’instrumentation et de procédures;
Service à la clientèle 2009-2010Boutique Le Coureur, Sherbrooke Emploi aux étudesCerner les besoins et désirs de chacun des clients ainsi que les conseiller;Collaborer avec d’autres employés afin d’apporter un service à la clientèle le plus complet possible;S’adapter à diverses clientèles;
PERFECTIONNEMENT (Improvement courses - extra courses)
Formation d’arbitre en Flag Football – Niveau 1 Automne 2012(environ 30 parties d’arbitrées)
Formation en RCR Automne 2011Croix rouge canadienne, Sherbrooke
Formation Boutique Le Coureur Automne 2009Biomécanique de la course;Caractéristiques des chaussures de course et de sport;
COMPÉTENCES PARTICULIÈRES (Particular skills)Linguistiques : - Français 5/5
- Anglais 4/5 - Espagnol 2/5
51
Davy Jones Sub Tours
Informatiques : - C++, Matlab, Latex, Math Type - Word, Excel, PowerPoint, Publisher
INTÉRÊTS ET LOISIRS (Interests and hobbies) Sports :Plein air, volleyball, tennis, vélo, capoeira, planche à neige, ski de fond, etc.Voyages :Amérique du Sud - voyage en duo à sac-à-dos 1 mois - Avril 2012Asie du Sud-Est - voyage en duo à sac-à-dos 2 mois - Été 2011Amérique centrale - voyage en solo à sac-à-dos 3 mois - Été 2010
52
Davy Jones Sub Tours
Exhibit 4
Marilaine Savard's resume
Formation (Scholar background)Maîtrise en physiothérapie (M. pht.) Université de Sherbrooke
2009-2013Baccalauréat en kinésiologie, activité physique et mieux-être, régime coopératif Université de Sherbrooke 2006-… Implications sociales (Voluntary work)Jeux du Québec, Provinciaux scolaires et Jeux de la légion canadienneBénévole / accompagnatrice / thérapeute en athlétisme et en cross-country2005-2012 (Référence : Hélène Larose, Présidente du Club d’athlétisme de St-Jean Olympique) Bénévolat pour Héma-Québec lors de collecte de sang
2012Comité Inter Asso (CIA), gestion de projets étudiants
2010-…Volet alimentaire pour le Café étudiant (FMSS)Comité d’évaluation de programme (CEP) du bac en kinésiologie à l’UdeS
2008-2009Représentante étudiante pour le volet activité physique et mieux-être Le Relais Énergie du Lac Memphrémagog, course à pied Chef d’équipe, projet de jumelage avec des élèves du secondaire de l’école La Ruche 2008-2009Bénévolat pour le Réseau d’Amis de Sherbrooke (Référence : Rachel Villeneuve)Accompagnatrice pour une dame en chaise roulante 2008- 2009
Expériences de travail (Jobs internships)Premier répondant sportifTournoi de soccer géré par Action Sport Physio (Sherbrooke) Septembre 2012
53
Davy Jones Sub Tours
Soutien à domicile pour personne handicapée avec maladie neurodégénérative 2012-2013Marie-Claude LépineVeiller aux transferts avec lève-personne électrique Faire toilette partielle, habillement et positionnement au fauteuil électrique / manuel
Assistante technique en pharmacie 2004 -2011Proxim Steve Babin, Windsor (Référence : Steve Babin et Nadia Lavertu)Uniprix Germain et Fontaine, Sherbrooke (Référence : Lynn Germain et Stéphanie Ricard)Uniprix Marc Laroche, Richelieu (Référence : Marc Laroche)Lire, entrer et préparer les nouvelles ordonnances dans les dossiers patients (LabExpert)Préparer les dispillsConseiller et prendre la tension artérielle et la glycémie avec différents appareilsConseiller l’utilisation et le port d’appareils orthopédiques (béquilles, cannes, orthèses, etc.)
Stage 1, 2 et 3 (Baccalauréat en kinésiologie)Universanté du personnel et étudiant, Coop santé(Référence : Jacques Beaulac (D.G.) et Pierre Gauthier) 2008-2009 Programme de santé et mieux-être de l’Université de Sherbrooke (personnel et étudiant) Planifier et organiser des activités visant la promotion de saines habitudes de vieSuperviser et gérer les ressources financières, matérielles et humaines de façon autonomeAssurer les suivis comme agent de liaison des sous-comités du programmeFaire la promotion des activités offertes aux membres étudiants et employésParticiper au lancement d’un nouveau service par des présentations orales à un auditoireÉlaborer le plan de promotion d’un nouveau service
Perfectionnement (Improvment courses – extra-courses)Approche diagnostic et de thérapie mécanique McKenzie, partie A (lombaire) Mai 2012Université de Sherbrooke
Premier répondant et RCR/DEA niveau ISS Université de Sherbrooke (par John Boulay formateur de la Croix-Rouge canadienne) Mars 2012
RCR niveau C + DEA pour professionnel de la santé, Cardio-secours, Cours CSST A+ Janvier 2011 Université de Sherbrooke
54
Davy Jones Sub Tours
Formation PDSBUniversité de Sherbrooke Automne 2010
Mentions d’honneur (Awards or accomplishments)Présence sur le tableau d’honneur académique de la faculté de kinésiologie et
2008du Sport Interuniversitaire Canadien pour le Vert et Or, Sherbrooke
Présence sur l’Équipe étoile de cross-country universitaire féminin saison 2008-2009Sherbrooke
Nomination : Coéquipière de l’année en cross-country et athlète de l’année en athlétismeVert et Or, Université de Sherbrooke 2007-2009
Certificat du Lieutenant Gouverneure du Québec 2004Implication sociale et résultats académiques
Connaissances particulières (Particular skills)Linguiste : Anglais 4/5Maîtrise Microsoft Word et Excel
Loisirs et intérêts (Hobbies and Interests)Ancienne athlète du Vert et Or (cross-country / athlétisme)7 participations aux Championnats canadiens 2006-2011Université de Sherbrooke
Passionnée d’activités de plein air : course à pied, randonnée en montagne, vélo, natation, escalade, camping (hiver/été), raquette, ski de fond. Expérience de sports de niveau récréatif à compétitif : patinage artistique, gymnastique, plongeon, soccer, handball, flag football, athlétisme et cross-country.
55
Davy Jones Sub Tours
Exhibit 5
Jose Gonzalez's resume
Education
Bachelor of Agribusiness in Business Administration
California State University of Monterey Bay (CSUMB)
Expected June 2014
Emphasis: Agribusiness
Grade Point Average: 3.4 out of possible 4.0
Associates Degree in General Studies- Social and Behavioral Science Emphasis Graduated June 2011
Hartnell Community College
Grade Point Average: 3.6 out of possible 4.0
One of four students in California State Monterey Bay to attend Produce Marketing Association in Conjunction with Career Pathways program Summer of 2013
Experience
Sales Associate
RadioShack Co.
August 2008 to Currently
Responsible to meet sales goals to generate profit for the company
Resolve customers problems and help them find solutions
Provide excellent customer service skills
56
Davy Jones Sub Tours
Been awarded “Employee of the Month Award”, on more than two occasions
Cashier
Walgreens
June 2009 to January 2010
Provide excellent customer service skills for customers
Check out customers with products they want to purchase
Skills & Abilities
Extensive Computer Skills
Software: Microsoft Word, Excel, PowerPoint
Hardware: Macintosh, IBM-PC
Exceptional knowledge when it comes to using different operating systems
Language
Bi-lingual, bi-literate in both English and Spanish
Writing
Ability to read and write fluently in both English and Spanish
Leadership
Able to work in teams to reach a common goal in sales or problem solving
Ability to work independently to meet deadlines or due dates
57
Davy Jones Sub Tours
58